Colleges are hoping social media opportunities will bring in star athletes and sponsors. Thanks to the 2021 change to NIL deals for college athletes, NCAA sports have become a content powerhouse. Schools from USC to University of Florida are now spending seven figures on sports media production. While athletes can be their own personal influencers, it’s fan edit-style highlights, seasonal promos, memes, and more than are consuming whole social teams for schools—even those below D1. And by making thousands of these social posts, college sports teams even from lesser-known schools are growing huge followings. The goal of it all is, of course, to entice the best athletes onto these teams, offering them a strong foundation to start their own profitable content empire. That, and pull in brand sponsors to keep it all growing. (Front Office Sports)
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